1. Strong ideas well executed
It goes without saying but I’ll say it anyway, fresh and innovative ideas that demonstrate a unique perspective will always get attention. If those ideas are beautifully written and art directed your portfolio is going to stand out. I personally look for the ability to operate within a ‘creative spectrum’ with the challenging disruptive briefs at one end and more ‘client friendly’ briefs at the other end. Where ever your work lands on the spectrum it needs have a strong idea and be well executed.
2. Quality and relevant experience
The portfolio should includes case studies that target specific sectors or disciplines that relate directing to your audience. For example, if your audience is interested in hospitality social media campaigns try to include that sector in your portfolio. If a precise 'fit' is not possible look for case studies with transferable experience and skill sets.
Work that has be developed in 'well regarded' creatives agencies should be flagged. Quality of experience usually trumps quantity of experience.
3. Versatility
Don’t be a one trick pony. Demonstrate a range of treatments that enhance the brands you are working on rather than simply cladding the same ‘style’ on to all your key visuals. Craft a creative solution that is right for the brief and the brand you are working on.
4. A well 'designed' portfolio
A well-organized and visually pleasing portfolio demonstrates professionalism and attention to presentation skills. For me, the portfolio design should not intrude on the actual showcased work but sit elegantly in the background to give ‘room’ for the work to shine.
You'll probably have limited time to walk an audience through your portfolio. So think about the volume of the content, the running order and people’s attention span.
5. Angels and devils in the detail
For example, the poetry of beautifully considered and executed typographic detail throughout a portfolio builds a visual narrative of a creative individual who cares consistently about his or hers craft. On the other hand, endless sloppy typographic details and mistakes are just death by a thousand cuts.
6. Results
Include a short ‘challenge, solution and result’ style narrative with you case studies. If the portfolio includes measurable results or demonstrates how the creative work contributed to the success of a project or campaign, it adds another layer of value
7. Prune out dead wood
A job may have taking months to complete but this doesn’t mean it should go in your portfolio. Your portfolio is a showcase of excellence not endurance. If you can’t self-edit, find a friend who’s opinion you respect and get them to tell it to you like it is. Then start cutting. It may hurt a bit but it’s for the best.
8. Teamwork verses working independently balance
It’s good to see ability to work well in a team. If the portfolio includes collaborative projects or highlights teamwork skills, it can be a positive attribute. By the same token, it is also good to demonstrate the ability to work independently especially if you are expected to work remotely. Try to have examples of both team and independent working modes.
9. Gongs
If you have awards or achievements do feature them clearly in your portfolio. Awards can demonstrate you are activity engaged in the creative industry and have the ambition to excel in your craft. That said, awards may grab some attention but are not really how I personally assess most portfolios. The dubious merits of an 'award-obsessed creative industry' is another subject all together and best left for another day.
10. Something for the weekend?
Creative people usually aren't just ’creative' 9am to 5-30pm. Creativity quite often spills into other aspects of their lives. You may be writing a book,
playing music in a band, painting street murals or an NFT digital artist. Whatever it is, think about featuring it as a post script it in your portfolio. It will make you look like an interesting human being that people will want to work with.
In conclusion
Remember, different creative directors may have their own individual preferences and priorities, so it's essential to research the specific company or individual you're targeting to get a better understanding of what they value in a portfolio.
